Understanding the emotions of the photo audience or Viewer Affect is essential because marketers want to elicit specific responses with photos. Nevertheless, the relationship between Viewer Affect and tourists' behavioral intentions is still unclear. This research investigated Viewer Affect with association strengths and association valences of destination photos and statements and developed the Imagery Diagnosis Model as a new approach to synthesize findings. The Imagery Diagnosis Model recommends leveraging Treasures, developing Hidden Gems, ignoring Traps, and proceeding cautiously with Roadblocks. Furthermore, this research used the Destination Content Model to test the impact of Viewer Affect on travelers' behavioral intentions. Our findings suggest that Destination Affect positively influences willingness to visit, recommend, and pay. Destination marketers evoke Destination Affect with text or photos but use text to change Destination Image. This research collected 796 online responses from four countries and used the structural equation modeling to confirm the Destination Content Model.

了解照片观众或观看者情感的情感至关重要，因为营销人员希望对照片引起特定的反应。然而，观众情感与游客行为意图之间的关系仍然不清楚。这项研究使用目标照片和陈述的关联强度和关联价调查了Viewer Affect，并开发了图像诊断模型作为一种合成发现的新方法。图像诊断模型建议利用宝藏，开发隐藏的宝石，忽略陷阱并谨慎地使用包版广告。此外，本研究使用“目的地内容模型”来测试“观看者情感”对旅行者行为意图的影响。我们的研究结果表明，“目的地影响”对访问，推荐和付款的意愿产生积极影响。目的地营销人员使用文字或照片来唤起“目的地影响”，但使用文字来更改“目的地图像”。这项研究从四个国家/地区收集了796条在线回复，并使用结构方程模型确定了目的地内容模型。